Hardy Amies (fashion house)

Hardy Amies London (Limited) was a UK-based fashion house specializing in modern luxury menswear.

[citation needed] Amies was commissioned to create high-profile specialized clothing for customers, including the British World cup and Olympic teams, Stanley Kubrick for 2001: A Space Odyssey, and Queen Elizabeth II.

After spending three years in France and Germany, learning the languages, working for a customs agent, as an English tutor in Antibes, and later Bendorf, Germany, Amies returned to England, where in 1930, he became a sales assistant in a ceramic wall-tile factory, after which he secured a trainee position as a weight machine salesman with W & T Avery Ltd. in Birmingham.

Posted to SOE Headquarters in Baker Street in London, Amies was put in charge of the Belgium section and worked with the various Belgian resistance groups organising sabotage assignments.

SOE's commander Major General Colin Gubbins did not regard a dressmaker as suitable military material, but his training report stated: "This officer is far tougher both physically and mentally than his rather precious appearance would suggest.

Hardy was quoted at the time as saying, "A woman's day clothes must look equally good at Salisbury Station as the Ritz bar".

Amies was successful in business by being able to commercially extract value from his designs while not replicating his brand to the point of exploitation.

In 1961, Amies made fashion history by staging the first men's ready-to-wear catwalk shows at the Savoy Hotel in London.

According to 'Setting the Scene' by Robert S. Sennett (Harry N. Abrams, Inc., Publishers, 1994), many design elements of the film seem to reflect swinging London c. 1968 rather than the imagined future.

The stewardesses' uniforms, designed by Hardy Amies, look like the uncomfortable unisex pant suits that were being promoted in the late 1960s.

An epic science fiction film, it demonstrated the immense range of Amies' design ability and was nominated for four Academy Awards – receiving one for visual effects.

[9] Amies' work was seen in a handful of other films of the 1960s: he dressed Albert Finney in Two for the Road, Tony Randall in The Alphabet Murders, Joan Greenwood in The Amorous Prawn and Deborah Kerr in The Grass is Greener.

Although the couture side of the Hardy Amies business was traditionally less financially successful, the award of a Royal Warrant as an official dressmaker in 1955 gave his house respectability and publicity.

One of his best-known creations is the gown he designed in 1977 for Queen Elizabeth's Silver Jubilee portrait, which he said was "immortalised on a thousand biscuit tins."

Amies's strict male dress code – with commandments on everything from socks to the summer wardrobe – made compelling reading:[12] When in July 2009, the Hardy Amies designer archive was opened on Savile Row, the Victoria & Albert Museum reissued the book.